Donutelier to open two new destination stores in London
The expansion demonstrates Donutelier’s commitment to evolving its bakery offerings and enhancing the customer experience, inviting patrons to enjoy seating in elegant surroundings alongside the spectacle of live doughnut decoration.
UK – Donutelier, the luxury boutique doughnut bakery brand based in London, is set to expand its presence in the city by opening two new destination stores at prominent locations: The Strand and Oxford Street, by the end of 2025.
This announcement follows the successful launch of its second site in Carnaby Street in 2024 and reflects the brand’s steady growth trajectory in the competitive London bakery market.
The new Strand location, slated to open in November 2025, will serve as Donutelier’s flagship store.
It will span 112 square meters and feature an on-site bakery kitchen, enabling the brand to produce fresh, visually stunning pastries and doughnuts.
To cater to local workers and commuters in the busy district, Donutelier will introduce new pastry items alongside its signature doughnuts, offering indulgent, convenient options for a broad customer base.
Meanwhile, the Oxford Street store, scheduled to open in December 2025, will be the smallest Donutelier location to date, occupying 82 square meters.
It will showcase the brand’s “decoration theatre,” where customers can watch doughnuts being freshly decorated through workspaces visible both inside and outside the bakery.
The store will also include a kiosk for quick, on-the-go treats, combining convenience with the immersive theatrical doughnut experience Donutelier is known for.
Its opening will coincide with the launch of a limited-edition Christmas collection inspired by The Nutcracker ballet, complemented by a dramatic digital screen visible from the exterior to draw attention.
The expansion demonstrates Donutelier’s commitment to evolving its bakery offerings and enhancing the customer experience, inviting patrons to enjoy seating in elegant surroundings alongside the spectacle of live doughnut decoration.
With its roots as a boutique doughnut bakery blending traditional pastry techniques with modern French patisserie artistry, Donutelier has earned a reputation for visually striking, high-quality creations such as chocolate pretzel, pistachio, and pink royal doughnuts.
Théa Marks, Chief Operating Officer at Donutelier, expressed excitement over the new locations, highlighting the opportunity to serve Londoners, shoppers, and international visitors with an expanded presence in some of the city’s most iconic retail and cultural districts.
By the end of 2025, Donutelier will boast four London sites, cementing its status as a destination bakery for luxury doughnuts and pastries and capitalising on its unique combination of craftsmanship, theatre, and innovation in one of the world’s most vibrant food capitals.
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